As a business owner, I’m willing to bet you pour a lot of money into your marketing strategy each month. But tell me, are you throwing darts, hoping they’ll land on the bullseye of quality leads? Or are you putting your time and money into the pieces of your strategy that are proven to pay off the most?
Email marketing has a return on investment (ROI) of $42 for every $1 spent.
That’s way more than search engine optimization (SEO) or paid advertising. Plus, unlike Facebook and Instagram, which have constant algorithm changes, you actually own your contacts. Think about it, social media platforms could potentially disappear and take all of your followers with them, but once you capture an email address, it’s yours forever.
Focusing on building your email list can pay off in big ways. But if you’re just starting out, adding addresses to your contacts can be super intimidating. So check out how to start your email list from scratch in just five easy steps.
1. Create a branded email.
Sorry to break it to you, but email@example.com just doesn’t cut it in today’s digital world where acquiring a branded email is as easy as setting up a basic Gmail account. A domain email such as firstname.lastname@example.org lets your audience know you’re the real deal by giving your company a polished and professional appearance.
2. Choose your email marketing service provider.
Did you know that you can’t legally use a free email service provider like Gmail for marketing purposes? The CAN-SPAM act lays out exactly what you can and can’t do when it comes to emailing customers, including a requirement to allow recipients to unsubscribe.
Because of this law, finding a quality and accessible email service provider is a must-do. There are countless options available, and each offers something a little different, so it’s best to shop around before you commit since most offer a free trial. Some of my favorite email service providers are ActiveCampaign, Drip, and Constant Contact.
3. Create an opt-in form on your website.
We’re all sick and tired of our inboxes being bombarded with spam, so getting a potential customer to hand over their email address can be tricky. Offer a freebie, such as a downloadable PDF with valuable information or a coupon code, in exchange for email addresses as a quick way to grow your contact list. This can be embedded right on your homepage or as a pop-up to catch their attention. And don’t forget to leverage your social media pages to drive people to your website to sign up for the freebie.
4. Broaden your audience through paid advertising.
An opt-in form is great for capturing the emails of people who organically visit your website, but what about those potential leads who have never even heard of you? Use paid advertising to target people similar to your current audience through Facebook ads to add them to the top of your sales funnel. While it may seem silly to spend money on a marketing strategy in which the goal is simply to gather email subscribers, this truly is the first step in closing sales.
5. Communicate consistently with emails.
Keep in mind that gathering email contacts isn’t the end goal here—you have to actually do something with them! Once you’ve begun to build your email list, stay in front of those people by deploying an automatic welcome series and sending out a weekly or monthly newsletter. Check out my last blog to find out how each of these pieces fits into the puzzle of your digital marketing strategy.
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Hi, I'm Jaime.
I'm the CEO of Weatherby Media and LOVE working with incredible entrepreneurs like you every single day to build the business of their dreams. The key to success is an effective digital marketing strategy. Schedule a call to discuss your business goals and how we can help.